4. Run an A/B Campaign
A/B (or split) Campaigns allow you to test the performance of two similar ads using different variables. If you have a large campaign on the horizon, a series of A/B tests will allow you to keep drilling down so that you can optimize a higher-spend campaign.
Use A/B Test Campaigns to test ad designs (colors, images, etc), offers, headlines, most engaged audience, best call-to-action, and more.
You can create an A/B Campaign the same way you would a regular campaign in Ad Manager:
Upper left hand corner > manage ads > choose ad account if needed
Create Ad > Choose Objective > Brand Awareness > A/B Test > Test Creative
You can test the following variables. I chose to test the display type for this example – single image vs. carousel.:
Audience, Creative, Placement
After choosing your variable, you’ll set your A/B test budget & schedule (you can choose to end your campaign early if a clear winner is identified) and create your ads. I split my ad budget equally between the two ads. The duration of your ad is up to you, but I recommend at least a week if you have that kind of time to spare and don’t need the data sooner.
Remember, don’t change too many variables at once or your data won’t be helpful. If you change the image, ad type, and headline it will be difficult to know which variable impacted your ad’s performance.
(Be sure to give your ads an identifiable name. I labeled mine Ad A – Single Image and Ad B – Carousel.)
Ad A: Identity: Choose page for Facebook & Instagram
Choose Format – Single Image Slideshow or Carousel
Text & Links – Take your time here.
Ad B: Carousel – Same as above, plus set a separate image, headline, description, and url (if applicable) for each image.
The Ad Creator is pretty intuitive – just remember, when creating a carousel ad, to take the time to specify a different title, description, and url for each image in your carousel.
I created a single image ad and a carousel ad, but I’ve had great results with slideshow ads, too.
Variable selection information can be found here.